Fake news as a political marketing strategy in digital communication: a systematic review (2018–2025) from the PRISMA 2020 approach
Keywords:
fake news, political marketing, political communication, disinformation, social mediaAbstract
Fake news has become a central phenomenon in contemporary political communication, particularly in digital environments characterized by polarization and the struggle for public credibility. In this study, the term is used to refer to false or manipulated informational content used strategically in political persuasion processes. Likewise, the concept of political marketing is understood as the set of communication strategies aimed at influencing perceptions, attitudes, and electoral behaviors. The INTRODUCTION argues that disinformation not only distorts information but also becomes integrated into the dynamics of political competition, amplified by digital platforms. In the METHOD section, a systematic review was conducted using the PRISMA 2020 method in Scopus (2018–2025), identifying 176 records and selecting 51 studies. The RESULTS demonstrate that fake news functions as a strategic tool for persuasion and delegitimization, with an impact conditioned by polarization, ideology, and algorithmic logic. In the DISCUSSION, it is concluded that disinformation constitutes a complex phenomenon that requires interdisciplinary approaches for its understanding.
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